Department store group John Lewis has opened the doors to a new-look beauty hall that will be rolled out across the business and which it described as representing “a new era” in the category
The first transformed beauty hall opens today at the Liverpool branch. It is anchored by singer Rihanna’s Fenty Beauty after John Lewis struck a partnership with the brand.
The beauty hall makeovers follow a 40% increase in beauty sales at John Lewis over the last five years and as it seeks to build further share in a market worth £30bn.
The Liverpool branch is the first of six similarly revamped beauty halls scheduled to open in John Lewis stores this year. John Lewis said that the new approach “moves beyond the traditional counter-based model creating expansive, sensory spaces where customers can discover new brands, learn from trusted experts, and experience products through treatments and consultations”.
A focus on service and “social shopping journeys” is “designed to create a truly integrated experience, where the sensory world of the stores and the convenience of digital channels complement one another.
Space in the Liverpool beauty hall has been increased by 40% to 16,000 sq ft offering 132 premium brands and 23 new or expanded counters.
John Lewis chief commercial officer Vikki Kavanagh said: “John Lewis is making this commitment because its stores are the physical heartbeat of the brand.
“While our digital store offers convenience, our physical stores are designed for connection and discovery, ensuring customers receive the full John Lewis experience however they choose to shop.
“The vision is for the stores to be destinations where people can discover and shop curated collections, learn from an expert, try a new beauty treatment, or meet a friend for lunch. Ultimately, John Lewis aims for everyone who walks through its doors to leave feeling genuinely inspired.”
Rihanna said: “I am proud to expand our Fenty Beauty brands even further by finally launching at John Lewis in the UK. I look forward to connecting with their amazing beauty community.”
The first tranche of beauty halls will include John Lewis’ shops in Bluewater, Solihull and Cambridge before the end of this year.
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